3.
"Linsanity" - Jeremy Lin

Jeremy Lin and his marketing team laid official claim to "Linsanity" a mere five games into the point guard’s improbable run with the New York Knicks, according to The New York Times. It was fast, but he wasn’t the first. All manner of “Linsanity” merchandise, from t-shirts to coffee mugs, started cropping up within a week of the point guard's explosion onto the NBA scene, and at least five other parties filed “Linsanity” trademark requests around the same time. Lin, the first Asian-American to play in the NBA, also has “Linsanity” trademark requests pending in China, Taiwan, and Hong Kong, where he is enormously popular.